So now that you know the basics of retargeting, it’s time to look at its application within the context of several potential scenarios. We’re going to have an in-depth look at some examples of advanced retargeting. Pay close attention to these, as they might prove directly relevant to your business.
The Content Hook
The content hook is a more recent development in digital marketing. It’s designed to leverage the power of content marketing and to build rapport with potential customers without directly trying to sell to them. Consumers are used to the idea of businesses wanting either their money or their contact info in exchange for useful information. This frustrates them and causes all businesses to look more or less the same in their eyes. The way to stand out from the crowd and have your brand associated with positive emotions and feelings is content marketing.
Instead of sending your traffic to a lead page where you offer visitors some useful information about silver investing in exchange for an email opt-in or some other lead capture form, you send them directly to the useful content in the form of an article, blog post, or video. No signup form, no sales pitch, no nothing. Already you will have set yourself apart from your competition in an incredible way and built more goodwill associated with your brand than you can possibly imagine. Nobody else does this. The secret is, of course, that there was a retargeting pixel on that content page. Now that you’ve associated your brand with goodwill, you can then retarget these new raving fans with ads for your more robust silver investing report, this time asking for an email opt-in or even send them directly to a paid offer. They’ll remember that you’re one of the good guys (or gals) because you provided useful content without asking for anything in return. And your conversion rates will reflect this positive impression.
As mentioned earlier, cart recovery is a very popular application of retargeting. Ordinarily, when people abandon their carts or checkouts (and many, if not most, will) you can only hope for around 10 percent of them to come back and complete their purchase. With retargeting, you can increase that percentage of “returnees” by a whopping 150 percent! Here’s how it might play out…
Your customer has just added your new bamboo smartphone case to their cart in your eCommerce store. Sadly, their lunch hour ends, or maybe they’re convinced their spouse will nag them about spending too much. Whatever the reason, they leave the store without checking out. Lucky for you, you had a pixel installed on every page of your site. Based on the fact that they added that product to their cart but never checked out you immediately begin following them around the web with recovery ads. Everywhere they look, in the sidebar of their favorite blog, in the middle of a news article, on their Facebook newsfeed, they see an image of that bamboo phone case along with the words “you forgot something”. Creepy? Maybe. Effective? Yes. It’s been proven to work.
Lead Magnet Reminder
The lead magnet reminder is similar to the cart recovery scenario, but you’re reminding people to grab a lead magnet if your tracking pixel indicates they never made it to your “thank you” page. Let’s use the earlier example of the silver investment report. You spent a good bit of cash and effort warming up an audience with content marketing and later pitching your free but valuable report to them. For some reason, they didn’t type in their contact info and hit that “sign up” button. Those people who didn’t make the leap will see ads all over the web with the snazzy eCover for your free report, reminding them that it’s free and an immense value.
Persistent Upsell via Social
The persistent upsell is similar to the cart recovery and the lead magnet reminder scenarios. In this case, you’re targeting the customers who purchased your front end offer, a video course on high-intensity interval training, but said “no thank you” to your upsell, a high-ticket home study course on fat-burning cardio routines. This time, you hit them repeatedly in their Facebook newsfeed with large 1200×628 images of your home study course bundle and a 10% discount to sweeten the deal. They’ll already be familiar with the offer, they’re already comfortable with buying from you in general because they bought your front-end offer, and if the price point was what made them say “no” the first time, you’re now dangling a welcome 10% discount in front of them. Many of them will convert.
Webinar Reminder via Video
There’s nothing new about webinar reminders. For a few years now, marketers have been using their email marketing platforms to send out reminders or follow-ups to people who registered for but failed to attend their webinars. What is new is the video follow-up. In this scenario, let’s say you’ve recently got 100 people to register for a webinar in which you’re going to pitch a high-ticket consulting offer. 40 of these people did not show up for the webinar. In this case, rather than simply send out an email, you decide to retarget all the no-shows via Google’s Youtube Ads. Your no-shows click on their favorite “funny cat fails” video only to see a short video of you popping up on screen mentioning in a chiding, good-humored tone “hey, you registered for our webinar, but you forgot to attend” and informing them of all the value they missed and why they need to catch the replay fast before you take it down. True, some people will be annoyed or creeped out by this. But the majority of them will be impressed by your very advanced and blunt use of retargeting and, if nothing else, this will build your credibility as a competent digital marketer.
One less-talked-about use of advertising, in general, is an affiliate/JV recruitment. If you’re hoping to drive traffic primarily from other people’s lists and simply pay them an affiliate commission for each sale they send you, you’d better be recruiting affiliates. Better-yet, you need to have a retargeting pixel on your JV/affiliate recruitment page.
Designate this audience as your JV retargeting audience and sit on it until your next product launch. In this scenario, let’s say you’re launching a new digital product with PLR rights. Rather than just email your old JVs and hope that a few of them notice your email amidst the sea of JV launch emails they get every day, you decide you want to invest a little bit to stand out from the crowd. You start a week-long campaign a few weeks prior to launch in which you put your JV invite ads in front of them all over the web and especially in their FB and Twitter newsfeeds. You ensure your ad has a little caption somewhere reminding them that they promoted your previous launch too. Affiliate marketers are constantly looking for launches that they can plug into their promotional calendars. That’s how they make money. By standing out in this manner shortly before your launch, you drastically increase the chance of having affiliates on board and sending traffic for your next launch.
The potential applications for retargeting are endless. These were just a few scenarios that hopefully gave you a feel for how you can apply this technology in your business. Next, we’ll discuss the various tools available to make these tactics accessible to your business.
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